Taj Hotels re-branding takes off in Britain

Tata group's Taj Hotels Resorts & Palaces is undertaking a major re-branding of its two iconic properties in the heart of London.
Weeks into the process, St. James' Court Hotel and 51 Buckingham Gate Suites are now operating under the Taj Luxury brand and claim to have introduced a significantly enhanced service experience from the existing standards.
"The objective of the re-branding is to consolidate the brand positioning and offer an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury," said Digvijay Singh, the general manager of the Taj Hotels in London.
"In a country that values understatement, St. James' Court is an English classic. Among the myriad hotels from large chains operating on standard principles, St. James' Court typifies the concealed charm of one of Britain's finest hotels," he adds in reference to the group's flagship property near Buckingham Palace in central London.

The Tata Group's hospitality arm has introduced features such as an extensive fleet of exclusive Vintage and Classic cars, use of iPads as well as a new website for ease of bookings.
"The UK comprises 12 per cent of foreign tourist arrivals to India, the home market of the Taj Group. Europe is the primary source market for corporate and leisure travel across the Taj Group, led by the UK, which contributes over 2 million room nights across the group and is of strategic importance to the international hotels," said Singh.

The Tata group is the largest foreign investor in the UK industry and is one of the largest manufacturers in the UK comprising 19 companies with a 50,000-strong workforce in more than 40 towns and cities.

The UK is Tata's leading international market with combined revenues of over 20 billion pounds.
The group is now banking on the heightened awareness created by the Olympic and Paralympic Games and the Queen's Diamond Jubilee over the last few years for a much-needed boost in tourism and visits to London from high-spending long-haul markets like South America, the Middle East and, of course, India.